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UEFA Nations League Brand Identity Unveiled

The new UEFA Nations League brand identity has officially launched with the UEFA Nations League homepage going live on UEFA.com . UEFA’s...

The new UEFA Nations League brand identity has officially launched with the UEFA Nations League homepage going live on UEFA.com.
UEFA’s new tournament is the first national team competition to follow a league format in which all 55 UEFA member associations will compete against equally-ranked opponents in a race to win promotion to a higher league. The teams in League A will compete for a place in the UEFA Nations League Finals. The 4 group winners will play each other in two one-leg semi-finals. The losers will face off in a third place match, while the two victorious teams will play in the final, which will eventually crown the UEFA Nations League winners.
The compact format, in which any match can be decisive, makes for a dynamic competition where no team can afford to lose its focus. In the UEFA Nations League, every game counts.
This is a vibrant tournament and this forms the basis of its identity, with all the colours of the national flags of the 55 competing nations included. A brand that, like the competition itself, is always in motion and this is represented through triangles - moving up and downwards – which underline promotion and relegation with constantly changing shapes.
The competition logo forms the heart of the brand identity: a flag that represents all 55 nations with the four leagues that make up the competition and participating countries moving up and down between the leagues.
The design concept has been developed in collaboration with the Lisbon-based creative agency Young & Rubicam Branding.
Hélder Pombinho, Creative Director at Y&R Branding, said: “Our approach to this logo was totally new – asking ourselves if no one had ever invented a logo until 2017, what would it be like? And the answer was that it would be something dynamic rather than static, and which could follow the emotions of the matches and their outcomes. We’re rather proud of the result and can’t wait to see how fans connect with the new brand.”
Pedro Gonzalez, Managing Director at Y&R Branding, said: “UEFA handed us a big task when they asked us to create this logo. We believe we’ve delivered something that is going to work really hard for them and which will give football fans all over the world a real connection to this new tournament.”
UEFA Nations League - Brand Story VideoCREDITS:
Creative Director - Helder Pombinho
Graphic designers - Bernardo Neves and Mariana Lancastre
Brandvoice - Sofia Moutinho and Ana Pessanha
Managing Director - Pedro Gonzalez
Project Manager - Inês Batuca and Carina Mota
Agency producer - Vasco Pamplona and Estela Rocha